CHICAGO -- What are the top-rated motives for consumers to purchase food at a convenience store? And which chains are meeting those motives most often? Technomic's second-annual study on c-store foodservice outlines both with a recommendation that retailers choose five key issues to focus on.
"There's so much opportunity for the entire channel to increase its image," Tim Powell, principal for Chicago-based Technomic Inc., told CSP Daily News.
The Technomic survey, shared exclusively with CSP, identified 34 factors. Those that rose to the top for the consumers in the survey:
- Taste and flavor of the food (90%).
- Convenient location (90%).
- Offers a good value through lower prices (89%).
- Service is pleasant and friendly (88%).
- Quality of the food (87%).
At the low end of motivations:
- Kid friendly (53%).
- Has a recycling program (51%).
- Decor is up to date (48%).
- Offers limited-time menu items (45%).
- Music selection is appropriate (36%).
Here's a rundown of which chains brought in consistently high scores (listed alphabetically):
- Casey's: Ranked in the top three highest for convenience and takeout, and top 10 for service and hospitality.
- Cenex/AM Pride: Top three for service and hospitality, and top five for food and beverage.
- Cumberland Farms: Top 10 for food and beverage, convenience and takeout, and visit satisfaction.
- Holiday Stationstores: Top five for service and hospitality as well as convenience and takeout, and top 10 for visit satisfaction.
- Kum & Go: Top five for service and hospitality.
- Kwik Trip: Top three for service and hospitality, convenience and takeout, value, and food and beverage.
- QuikTrip: Top three for unit appearance and value, and top five for visit satisfaction.
- RaceTrac: Top five for visit satisfaction, and top 10 for convenience and takeout, as well as food and beverage.
- Sheetz: Top three for service and hospitality, unit appearance and ambiance, food and beverage, value, and visit satisfaction.
- Wawa: Top three for food and beverage and visit satisfaction, and top five for value.
"Not everybody can be a Sheetz or a Wawa," Powell said. "But look at the top eight [issues of] importance and try to pick five you can exercise very well."
For a complete report on the Technomic survey, see the May issue of CSPmagazine.
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